Acaba de sair Creative Destruction: An Exploratory Look at News on the Internet, A report from the Joan Shorenstein Center on the Press, Politics and Public Policy, John F. Kennedy School of Government, Harvard University
Prepared by Thomas E. Patterson
Our evidence suggests that the Internet is redistributing the news audience in a way that is pressuring
some traditional news organizations. Product substitution through the Web is particularly threatening to
the print media, whose initial advantage as a “first mover” has all but disappeared. The Internet is also a
larger threat to local news organizations than to those that are nationally known. Because the Web reduces
the influence of geography on people’s choice of a news source, it inherently favors “brand
names”—those relatively few news organizations that readily come to mind to Americans everywhere
when they go to the Internet for news.
Although the sites of nontraditional news organizations are a threat to traditional news organizations, the
latter have strengths they can leverage on the Web. Local news organizations are “brand names” within
their communities, which can be used to their advantage. Their offline reach can also be used to drive
traffic to their sites. Most important, they have a product—the news—that people want.